ESF:KHPRVM Public Relations and Public - Course Information

KHPRVM Public Relations and Public Opinion

Extent and Intensity

0/0. 3 credit(s). Type of Completion: zk (examination).

Teacher(s)

Ing. Klára Kašparová, Ph.D. (lecturer)

Guaranteed by

Ing. Klára Kašparová, Ph.D.
Department of Business Management – Faculty of Economics and Administration
Contact Person: Vlasta Radová

Timetable

Sat 16. 5. 12:50–16:15 P101, Sun 17. 5. 12:50–16:15 P101

Course Enrolment Limitations

The course is only offered to the students of the study fields the course is directly associated with.

fields of study / plans the course is directly associated with

• Management (programme ESF, B-EKM)

Course objectives

The course of Public Relations and Public Opinion builds on the knowledge gained in the courses of Marketing I. and Sociology. It further develops these by the issue of Public Relations (PR), which most of basic marketing literary sources consider one of the tools of the marketing mix. The course introduces the development of the relatively young scientific disciplines and highlights problems associated with undeveloped theoretical core of PR. The course also focuses on some most advanced areas and techniques of PR, explains the concepts close to PR, corporate social responsibility and deals with the possibility of working with public opinion.

At the end of this course students will be able to:
- understand and explain the challenges that PR are currently facing;
- explain the concept of PR and various points of view of PR;
- use some of the PR techniques for media relations management;
- use some of the PR techniques for community relations management;
- use PR techniques for risk and crisis management in business practice;
- apply the knowledge they acquire to work with public opinion.

Syllabus

• The course consists of two blocks - tuition and self-study. The content of individual parts is described below:

• First block:
• - Public Relations (PR) – introduction to the theory;
• - relationship between marketing and PR;
• - problematic issue of PR definition;
• - individual models of PR by Grunig;
• - historic figures;
• - opinion leaders, authorities, selected communicational models;
• - propaganda;
• Second block:
• - PR advantages and disadvantages;
• - Media Relations;
• - evaluation of PR effectiveness;
• - crisis communication;
• - community relations;
• - corporate social responsibility;
• - relationship with investors;
• In self-study students are obliged to study literary sources assigned by the teacher. These primarily include DSO (distant learning materials), Public Relations and public opinion.

Literature

• DOLEŽAL, Michael. Public relations a veřejné mínění. 1. vyd. Brno: Masarykova univerzita, 2005, 86 s. ISBN 8021036583. info
• Další materiály upřesněné na tutoriálech
• NĚMEC, Petr. Public relations :praxe komunikace s veřejností. Vyd. 1. Praha: Management Press, 1996, 167 s. ISBN 80-85943-20-4. info
• GRUNIG, James E. and Todd HUNT. Managing public relations. Belmont: Thomson, 1984, xxv, 550. ISBN 0030583373. info
• CUTLIP, Scott M., Allen H. CENTER and Glen M. BROOM. Effective public relations. 8th ed. Upper Saddle River, N.J.: Prentice Hall, 2000, xx, 288. ISBN 0135412110. info

Assessment methods

Direct teaching is divided into two sessions (the content of both sessions see above) based on verbal and discussion methods of teaching. Participation in the sessions is compulsory. The course finishes with a written test. Only students who meet requirements listed below are allowed to sit the final test.

Students are required to develop 2 of 6 parts of seminar work per semester. Individual seminar work assignments along with instructions how to process them will be displayed at the beginning of the semester in a folder called Information on seminar work. This will be placed in educational materials of the Information System. Students do not have to sign up for particular topics. Completed seminar work written in MS Word should be sent to Odevzdávárna no later then one day before the beginning of the examination period. If the seminar work is not submitted on deadline, students do not meet the requirements allowing them to sit the exam (written test).
Seminar work assessment:
Seminar work is graded A to F (the quality of seminar work is assessed by teachers according to both the degree of compliance with the assignemnt and the ability to apply the theoretical knowledge to practical examples). The final mark for seminar work is an average mark received for individual parts of seminar work. Classification of the seminar work is a half of the final mark, but only at the first attempt to pass the exam. Students are allowed to write the final test, even if the final mark of their seminar work is F.
Final written test and final classification conditions:
- Students have to hand in seminar work on deadline;
- The final mark is calculated as the average of the marks achieved for seminar work and the final test, the average is always rounded up (i.e. where the average is 1.75, the resulting mark is C). For the successful completion of the course, the calculated average should be better than F (i.e., A-E).
- Gaining at least 12 of the total number of points, including seminar work assessment (points for seminar work are added only once) at the first attempt to pass the exam.
- If a student retakes the test, the final mark is derived only from the test results, for which the student has to get at least 12 points to successfully complete the course (i.e. 60% of the total number of points).

If a student commits a prohibited act, such as using various forbidden tools (e.g. cheatsheets), cribbing, taking out any part of the credit test or any other form of cheating, the teacher is allowed to interrupt the test and to grade the student with F, FF or even FFF, according to the seriousness of the offence. The described procedure applies to all the activities that are included in the final evaluation of the course (seminar work).

Language of instruction

Czech

Further Comments

Study Materials
The course is taught annually.

• Enrolment Statistics (recent)
  
• Permalink: https://is.muni.cz/course/econ/spring2009/KHPRVM